Chrysler - Part of a Lifestyle - ADV 420 Final Presentation

CHRYSLERThis is the Motor City. And this is what we do.

By Cherie Dupure

Mission Statement “A company redefining the level of luxury that every American

deserves. The beating heart of a city in resurgence. Proving grounds for the belief that hard work pays off.”

THIS IS WHO WE ARE. THIS IS CHRYSLER

Goals

Maintain and strengthen the brand name Despite the economy and setbacks, Chrysler is still committed to providing

consumers with quality cars from the Motor City area A car you can be proud to drive

The current marketing plan is working to engage consumers and create a positive brand image Maintain and strengthen current marketing plan Communicate care for consumers and their current lifestyles

Examples of previous campaigns for this: “It’s Halftime in America” and “Imported From Detroit”

Challenges Chrysler has competition both

local and abroad. Motor City competitors

include companies such as Ford, GM and Chevrolet

Abroad competitors exist from imported vehicles

The company needs to improve their social media platforms Make navigation clearer in

Twitter pages and YouTube page

Theme

Chrysler is more than a vehicle, it’s a part of a person’s life story.

The company is invested in incorporating their consumer’s lives into what their product stands for, NOT making the consumer alter to fit the brand.

Digital Marketing Strategy

Social Media : Facebook, Twitter, Google+, YouTube Going to help keep the public informed of deals, special offers, and upcoming

events involving Chrysler

Mobile Marketing: mobile web banners, web posters, ads on mobile games and videos, and audio recordings set to play before telephone-based services Set for high exposure without aggravating consumers

Internet Marketing : online banners, Google AdWords ads, YouTube ads Designed to keep the public aware of the brand Chrysler internet marketing will be there to steer consumers to Chrysler for any

and all of their vehicle needs

Social Media

Set to directly involve consumers and fans in the brand

Twitter and Facebook will deal significantly with the general public Communication with consumers These pages will also reveal photos and details of soon to be released Chrysler

models

YouTube Each video will be designed to attract a specific type of consumer Visual aspects keep consumers engaged in the brand

Google+ will be a professional page to keep in contact with the more business mediums Aimed toward Chrysler business relationships to discuss facts or events such as

car shows.

Promotions Discounts for those who’s

family currently or has worked with Chrysler

Military incentives

Trade-in offers

Special seasonal offers Ex. Fourth of July sales,

Christmas/New Year Sales

Metrics of Success Twitter “retweets” and “follows”

Facebook “likes”, “shares”, and “comments”

YouTube views and “likes”

Google Analytics to measure website and social media page visits

Chrysler in the Future

The new digital marketing strategy will have a budget of $134 million Includes social media, internet

marketing, and mobile strategies focusing on lives guided with Chrysler at the wheel

Digital Marketing: $120 million Measuring/tracking/Engaging:

$140K

Timeline (Peak Season) – Aim for the New Year timeframe, also summer deals such as Fourth of July